黄酒破圈记：会稽山换帅“挖角”啤酒，老酒种试新路

Core Viewpoint - The leadership change at Kuaijishan, a leading Huangjiu producer, aims to leverage the marketing expertise of its new general manager, Tang Guijiang, from the beer industry to address the challenges of regional consumption limitations and to attract younger consumers [3][4][5]. Group 1: Leadership Change - Kuaijishan appointed Tang Guijiang as the new general manager, replacing Yang Gang, with a term of three years [4]. - Tang Guijiang has extensive marketing experience in the beer industry, having held various senior positions at major companies like Budweiser and China Resources Snow Beer [4]. - The appointment is seen as a strategic move to enhance Kuaijishan's market presence and operational capabilities [4][6]. Group 2: Industry Challenges - Huangjiu, represented by Shaoxing Huangjiu, has a long history of about 2,500 years but faces significant regional consumption limitations, with 83% of Kuaijishan's revenue coming from the Jiangsu, Zhejiang, and Shanghai regions as of the first three quarters of 2025 [5][6]. - The industry is characterized by a need for modernization and a shift towards younger demographics, which has become a critical focus for Huangjiu companies [6][7]. Group 3: Strategic Initiatives - Kuaijishan's strategy includes high-end, youth-oriented, and nationwide expansion, addressing the traditional challenges of the Huangjiu market [4][6]. - The company has engaged in cross-industry collaborations, such as partnering with popular influencers and launching new products to attract younger consumers [6][7]. - Despite these efforts, Kuaijishan's revenue growth remains slow, with a revenue of approximately 12.12 billion yuan in the first three quarters of 2025, reflecting a year-on-year increase of 14.12% [6][7]. Group 4: Comparative Analysis - Kuaijishan and another leading Huangjiu producer, Guyue Longshan, are both attempting to leverage beer industry expertise to overcome similar market challenges, albeit through different strategies [7]. - Kuaijishan focuses on internal transformation by integrating beer industry marketing practices, while Guyue Longshan opts for external partnerships to innovate products and reach new consumer segments [7].